European Planning Conference Prague 2014, Paul Arnold London, The role of storytelling in IMC
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The document summarizes Paul Arnold's presentation on the role of storytelling in integrated communications. It discusses how stories can be used to build deeper emotional connections with audiences and shift perceptions of brands. Specifically, it outlines how brands can tap into archetypal stories to resonate with people, and how the brand story should be expressed through various media to be effectively communicated.
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European Planning Conference Prague 2014, Paul Arnold London, The role of storytelling in IMC
- 1. paul_arnold@me.com EACA Advertising Masterclass Delivered to the European Planning Conference on 4th November
- 2. paul_arnold@me.com The role of storytelling in integrated communic-ations
- 3. paul_arnold@me.com Why am I qualified to talk to you about stories? • 14 years Saatchi & Saatchi • 11 years at Grey Advertising • MBA • MSc Change • Master Practitioner NLP • Winner of 6 Euro Effies
- 4. paul_arnold@me.com The strange but amazing story of Phineas Gage Rutland to Burlington railroad 13th September 1848
- 5. paul_arnold@me.com The strange but amazing case of Phineas Gage
- 6. paul_arnold@me.com Emotions drive our decision making • Damasio 1994: Rational decision making is “hard wired” to our emotions. Emotions are processed instantaneously. • Zajonc and Bornstein (1992) showed that feelings and emotions have primacy over thoughts (and that emotional responses can be created even when we have no awareness of the stimulus that causes them). • D. Calne 2000 Rationality and Human Behaviour - “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions”
- 7. The digital age is changing the way we do paul_arnold@me.com communications
- 8. We need a ‘glue’ to stick it all together to paul_arnold@me.com ensure you give one consistent presentation of the brand • be it through…. – Brand essence – Idea – Story – etc
- 9. paul_arnold@me.com The role of storytelling in integrated communications
- 10. paul_arnold@me.com Structure About Stories Brands
- 11. paul_arnold@me.com Structure About Stories
- 14. paul_arnold@me.com Stories resonate at a deeper emotional and spiritual level (as they connect with our identity and purpose) Head Heart Soul
- 15. paul_arnold@me.com Stories are like viruses
- 16. Stories help us make sense of the world paul_arnold@me.com
- 17. paul_arnold@me.com Stories are carriers of meaning (and brands are a collection of meanings) Malal Yousafza, Nobel peace prize
- 18. paul_arnold@me.com We get ‘hooked’ by story
- 19. paul_arnold@me.com Connecting to our own deeper archetypal stories (that we all instinctively understand)
- 20. paul_arnold@me.com Archetypal stories 1) Combat (Overcoming the monster) Good defeats evil in the end
- 21. paul_arnold@me.com Archetypal stories 1) Combat (Overcoming the monster) Good defeats evil in the end
- 22. paul_arnold@me.com Archetypal stories 2) Transformation (Rags to riches) You can improve your life
- 23. paul_arnold@me.com Archetypal stories 2) Transformation (Rags to riches) You can improve your life
- 24. paul_arnold@me.com Archetypal stories 3) The Quest Find your purpose and go for it!
- 25. paul_arnold@me.com Archetypal stories 3) The Quest Find your purpose and go for it!
- 26. paul_arnold@me.com Archetypal stories 4) Voyage and return Don’t be lured by false promises – appreciate what you have got now
- 27. paul_arnold@me.com Archetypal stories 4) Voyage and return Don’t be lured by false promises – appreciate what you have got now
- 28. paul_arnold@me.com Archetypal stories 5) Paradise found It will work out all right in the end
- 29. paul_arnold@me.com Archetypal stories 5) Paradise found It will work out all right in the end
- 30. paul_arnold@me.com Archetypal stories 6) Paradise lost (Tragedy) Warning!
- 31. paul_arnold@me.com Archetypal stories 6) Paradise lost (Tragedy) Warning!
- 32. paul_arnold@me.com Archetypal stories 7) Rebirth You can change
- 33. paul_arnold@me.com Archetypal stories 7) Rebirth You can change
- 34. paul_arnold@me.com The Arc of a story
- 35. paul_arnold@me.com The Arc of a story Conflict
- 36. paul_arnold@me.com The Arc of a story Conflict Action
- 37. paul_arnold@me.com The Arc of a story Conflict Action Resolution
- 38. paul_arnold@me.com The Arc of a story Conflict Action (Moral of the story) Resolution
- 39. paul_arnold@me.com The Hero’s Journey
- 41. paul_arnold@me.com There is a call to action
- 42. paul_arnold@me.com The hero refuses the call
- 43. paul_arnold@me.com The hero is forced to leave
- 44. paul_arnold@me.com The teacher arrives
- 45. paul_arnold@me.com Friends come together to support him (and enemies to thwart)
- 46. paul_arnold@me.com The hero faces many demons (some inside of him)
- 47. paul_arnold@me.com The hero doubts his ability and wants to give up
- 48. paul_arnold@me.com The hero dies…
- 49. paul_arnold@me.com …but is reborn
- 50. paul_arnold@me.com A fierce, climactic battle is fought...
- 51. paul_arnold@me.com The quest is achieved
- 52. paul_arnold@me.com The hero returns home, transformed into a better person.
- 53. paul_arnold@me.com Johnnie Walker – The Hero’s Journey
- 54. paul_arnold@me.com Exercise: Name the film and the principal actors
- 63. paul_arnold@me.com The Dark Knight
- 66. paul_arnold@me.com 4 weddings and a funeral
- 67. paul_arnold@me.com 2. How stories can help build brands Brands
- 68. paul_arnold@me.com Stories cut through & create deeper emotional connections A story changes the way we feel about something
- 69. paul_arnold@me.com Stories shift perception and frame experiences
- 70. paul_arnold@me.com We ‘wear’ stories that reflect our story
- 71. paul_arnold@me.com Stories shift behaviour “Politics is about giving people better stories” – Bill Clinton
- 72. paul_arnold@me.com A story even took us to war
- 73. paul_arnold@me.com Brands are stories “A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - – a fundamental human appreciation of mythology. Companies that manifest this…invoke something very powerful… Stories create the emotional context people need to locate themselves in a larger experience” Scott Bedbury
- 74. paul_arnold@me.com Brands can often play out archetypal roles
- 75. Which manifest itself in the stories they paul_arnold@me.com tell Hero Explorer
- 76. paul_arnold@me.com The internet is helping us to tell more stories (and more of the story)
- 77. paul_arnold@me.com Games puts people at the heart of the story
- 78. paul_arnold@me.com But these days the brand story is co-created Brand Consumer Functional Emotional
- 79. paul_arnold@me.com Story builds values $65,000
- 80. paul_arnold@me.com Jacqueline Kennedy-Onasis’ imitation pearls $211,000 -> $26m
- 83. paul_arnold@me.com Story builds values
- 84. And bad stories kill reputations and value paul_arnold@me.com
- 85. paul_arnold@me.com i-phone 6 300 Vs 20m sold (=0.0015%)
- 86. paul_arnold@me.com Stories build credibility and trust
- 87. paul_arnold@me.com Find your truth
- 88. paul_arnold@me.com The brand story is a pivot for the total comms brief Expressed through many different media The brand story History Vision/Purpose Beliefs & Values Product Etc
- 89. paul_arnold@me.com Sources: • History • Vision/Purpose • Beliefs/POV • Values • How product is made • How product is used • Culture • Consumer • Created stories
- 92. paul_arnold@me.com Vision The power of dreams
- 95. paul_arnold@me.com The product story
- 96. paul_arnold@me.com And the story needs to be told in many places
- 97. paul_arnold@me.com The product in use story
- 98. paul_arnold@me.com Culturally relevant stories
- 100. paul_arnold@me.com Consumer stories Alexa
- 104. paul_arnold@me.com Creating consumer generated content
- 106. paul_arnold@me.com Pass on the story – allow the story to become theirs It’s not who you tell, it’s who they tell
- 107. paul_arnold@me.com ..and remember, the story is constantly evolving
- 108. paul_arnold@me.com And sure there are just great stories in ads… …but these are not authentic stories. A brand story only really creates a deeper meaning when it comes from a truth
- 109. paul_arnold@me.com Meta-Story and sub plots 6 4 3 1 2 5 Beauty with comfort Biome Innovation fused with tradition From Hide to High street Yak leather Injection soles Care (family)
- 110. paul_arnold@me.com Summary • Find the authentic story • Don’t just tell stories – live them
- 112. paul_arnold@me.com